Where brands and products come from, and the associations (real or created) people have of this origin can significantly influence and alter the way brands and their products are perceived.
In its 2016 global brand-origin survey, research firm Nielsen found that nearly 75% of consumers consider a brand’s country of origin to be equally or more important than nine other purchase drivers. But the “origin” can be more than just the country (Foster’s Australian for beer) and is only limited by your imagination.
Associating a brand with its origin allows it to draw from the positive associations of that origin (Barilla is Italian and Italians know pasta). Or, in case there aren’t strong associations with the brand’s origin, the brand can shape and create its own positive associations. The butter brand Kerrygold, “made with milk from grass-fed cows”, comes from the green hills of Ireland. Volvic mineral water comes from the Volcanoes Regional Natural Park of Auvergne in France, Icelandic Glacial water, well…from Iceland.
Chrysler has regularly associated itself with Detroit as its place of provenance, celebrating and associating itself with the values and character-traits of Detroiters (imported from Detroit) to create a sense of pride not only for the brand but also for the city. Other examples would include “American made” or “locally grown” or “locally brewed”.
Five Thought Starters
- What origin can you trace your brand back to? This could be a place or geographical region, a moment in time or history, etc.
- What meaning (explicit or implicit) is typically associated with this origin that could help enhance the perception of your brand?
- If the spontaneous associations with this origin are not noticeably clear or strong, what meaningful associations can you link to this origin? Use relevant consumer values to inspire answers to this question.
- What associations could be created and attached to this origin in a credible way (something your consumers may not know but that would enhance the perceived value of the brand and its benefits)?
- What positioning ideas can you derive from this exercise?
Contributed to Branding Strategy Insider by: Ulli Appelbaum, excerpted from his book The Brand Positioning Workbook
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